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보문 : 의류상품의 온라인 대량고객화 제품추천 서비스에 대한 소비자의 감정적, 인지적 반응
문희강 ( Heekang Moon ),이현화 ( Hyun Hwa Lee ) 한국의류학회 2012 한국의류학회지 Vol.36 No.11
This study examined the effects of product recommendation services as an atmosphere for online mass customization shopping sites on consumers` cognitive and affective responses. We conducted a between-subject experimental study using a convenience sample of college students. A total of 196 participants pro-vided usable responses for structural equation modeling analysis. The findings of the study support the S-O-R model for a product recommendation system as an element of the shopping environment with an influ-ence on OMC product evaluations and arousal. The results showed that OMC product recommendation ser-vice positively affected cognitive and affective responses. The findings of the study suggest that OMC re-tailers might pay attention to the affective and cognitive responses of consumers through product recommend-dation services that can enhance product evaluations and OMC usage intentions.
윤리적 패션소비에 대한 혜택 및 위험지각이 소비자 태도와 행동의도에 미치는 영향
문희강 ( Heekang Moon ),추호정 ( Ho Jung Choo ),박혜선 ( Hye Sun Park ),백은수 ( Eunsoo Baek ) 한국의류학회 2013 한국의류학회지 Vol.37 No.2
This research investigates the mechanism of ethical fashion consumption by examining the effects of benefit and risk perception on ethical fashion consumption attitudes and behavioral intention. To test the hypotheses 300 female consumers between the ages of 20 and 49 were invited as study participants. The reliability and the validity of multi-item constructs were tested by Confirmatory Factor Analysis. The hypotheses were tested by utilizing Structural Equation Analysis and hierarchical multiple regression analysis. The benefit perception of ethical consumption was composed of three benefit types which were altruistic benefit social image benefit and self-oriented benefit. Benefit perception except social image benefit had significant effects on consumer attitudes towards ethical fashion consumption; similarly benefit perception had significant effects on behavioral intention (except self-oriented benefit) which had an effect on behavioral intention only when it was mediated by attitudes. Further analysis was conducted to understand the reason for the weak relationship between attitudes and behavioral intention. Financial and performance risk perceptions were tested for the moderating roles of attitudes and behavioral intention; subsequently only financial risk interacted with attitudes and showed that the positive effects of attitudes on behavioral intention were weakened by a high financial risk perception. Performance risk had a main effect on behavioral intention independent of attitudes. Managerial implication and future study directions are also discussed.
브랜드 신뢰와 사회적 CSR 동기귀인이 환경친화적 라인확장에 미치는 영향
문희강 ( Heekang Moon ),이현화 ( Hyun Hwa Lee ) 복식문화학회 2015 服飾文化硏究 Vol.23 No.4
Recently, some fashion retailers have initiated sustainable actions in the form of corporate social responsibility (CSR) activities to address consumers’ social concerns. This study intends to combine the concept of CSR motivation attributions with brand extension literature in order to examine how consumers’ trust of a parent brand affects their CSR motivation attributions and ultimately their attitudes towards parent-brand CSR activities and sustainable extension lines. A self-administered online survey was conducted using scenarios describing a fast fashion retailer introducing a sustainable line. Data from 303 female U.S. consumers, aged between 18 and 34 years, were used for the statistical analysis. Data analyses were conducted using SPSS 21.0 for descriptive analysis, exploratory factor analysis, and regression analysis. The results revealed that all hypotheses were supported. The findings show that consumers’ trust of a parent brand has an indirect impact on positive attitudes towards the parent brand’s CSR activities as well as the sustainable extension product line, mediating positive evaluations of the brand’s social CSR motivations. In addition, this study suggests consumers’ prior trust of the parent brand is a variable that affects consumers’ evaluation of CSR motivation sincerity. Marketing suggestions and thoughts based on the findings of this study were provided.
유통업체의 위치기반 모바일 쇼핑서비스 제공에 대한 소비자 반응
이현화(Hyun-Hwa Lee),문희강(Heekang Moon) 한국유통학회 2012 流通硏究 Vol.17 No.2
본 연구는 소비자가 지각하는 유통업체의 위치기반 모바일 쇼핑정보 서비스에 대한 정보의 상황관련성과 정보자극에 대한 PAD 감정변수들(환기, 지배력, 즐거움) 간의 상호 인과관계와 이용의도에 대한 이들의 효과를 실증 연구 하였다. 미국 내 모바일 이용자를 대상으로 무작위 표본추출법에 근거하여 추출되었고, 총 335명의 사용가능한 응답이 수거되었다. 분석결과, 환기와 상황관련성은 즐거움에 정(+)의 영향을 주었으나 지배력은 즐거움에 유의한 영향력을 나타내지 않았다. 즐거움은 이용의도에 정(+)의 영향을 주었다. 본 연구를 통해 위치기반 모바일 서비스에 대한 소비자의 인지적 반응과 감정적 반응을 통합적으로 살펴보았으며, PAD 감정차원간의 체계적인 관계를 규명하였다. 연구결과를 바탕으로 모바일 쇼핑서비스 개발자, 유통업체, 그리고 마케팅 실무자를 위한 시사점을 논의하였으며, 연구의 한계점과 더불어 향후 연구 방향을 제시하였다.
패션점포 내 모바일 제품추천 서비스에 대한 소비자의 정보제공의도와 협력의도
이현화 ( Hyun-hwa Lee ),문희강 ( Heekang Moon ) 한국의류학회 2013 한국의류학회지 Vol.37 No.8
This study examined the effects of consumers` usefulness and the hedonic perception of their willingness to provide information and cooperation intention in the use of location-context based mobile product recommendation services for fashion stores. We examined the influence of consumers` beliefs regarding marketer`s information practices on their perceptions of provided services. In addition, the moderating effects of consumers` epistemic curiosity and information control level were investigated. A total of 400 smartphone users were included as participants for the present study. The results showed that consumers who perceived information services as more hedonic and useful are more likely to provide personal information and cooperate with marketers. The findings of the study suggest that fashion retailers who plan to introduce mobile product recommendation services should pay attention to the hedonic aspects of the services. In addition, the effects of usefulness and hedonic perception of the two dependent variables were different according to the level of epistemic curiosity and information control.
신체이미지에 대한 미디어의 영향력과 자아이미지 일치성이 다이어트와 운동관리 행동에 미치는 영향 - 한·미 여대생 비교 -
이현화 ( Hyun-hwa Lee ),문희강 ( Heekang Moon ) 복식문화학회 2018 服飾文化硏究 Vol.26 No.5
The study aims to investigate the effects of media and self-image congruity of ideal body image on the dieting and exercising behaviors of Korean and U.S. female college students. This study focuses on the concept of self-image congruity in order to examine how respondents perceive actual and desired self-images compared to an ideal female body image selected by respondents. A self-administered survey was conducted, resulting in 331 total responses (194 from Korean students and 137 from U.S. students). The data were analyzed through descriptive analysis, t-test, exploratory factor analysis, and regression analysis using SPSS 23.0. The findings revealed significant differences between Korean and U.S. female college students. U.S. students were more exposed to body image ideals in the media than Korean students; however, Korean female students valued the information regarding ideal body image conveyed by the media more than U.S. respondents. Among Korean female students, exposure to media messages regarding ideal body image and media importance had significant effects on desired self-image congruity, while these factors were not significant among U.S. students. However, there was a negative effect of media exposure on actual self-image congruity among U.S. respondents only. Additionally, the study uncovered that Korean students manage their body image through dieting behaviors while U.S. respondents manage body image through exercise behaviors (weight training as well as cardiovascular exercise). The study provides further support for self-image congruity, which extends its applications to the body image field.
박진탁 ( Jin-tak Park ),권류혁 ( Ryu-hyeok Gwon ),임현재 ( Hyun-jae Lim ),이현화 ( Hyun-hwa Lee ),문희강 ( Heekang Moon ),김유성 ( Yoo-sung Kim ) 한국정보처리학회 2013 한국정보처리학회 학술대회논문집 Vol.20 No.2
본 논문에서는 여성들의 개별 패션 선호도로부터 패션 선호 패턴을 분석하고 이를 이용하여 고객에게 맞는 의류를 추천하는 모바일 의류 추천 시스템을 제안한다. 패선 선호관련 설문조사로부터 대응표본 T-검정 방법을 이용하여 선호 특성과 의류와의 유효한 관계를 찾고, 이를 바탕으로 선호특성에 따른 의류 분류 기준을 작성하였으며, 카이제곱 검정 방법을 통해 선호 특성과 의류 사이의 연관성을 파악하고 선호 특성에 따른 선호 의류 추천을 위한 규칙을 도출하였다. 이러한 규칙을 활용하여 각 사용자의 구입의사 및 패선 선호 특성에 따른 의류를 추천해 주는 시스템을 구현하였으며, 이에 대한 만족도를 조사한 결과 10 점 만점에 7.1 점으로 나타났다. 본 논문에서 제안한 모바일 의류 추천 시스템을 통해 사용자는 선호 의류를 추천 받을 수 있으며, 이로부터 제품의 정보 부족으로 발생하였던 모바일 쇼핑의 문제점을 해결할 수 있을 것이다.